Lyft has been called "the woke alternative to Uber," a reputation the company apparently decided to embrace on Friday when it announced it would be offering free rides to people attending a prominent gun control rally later this month.

The rally in question, the March for Our Lives, was organized by students in the aftermath of the shooting that killed 17 people at Marjory Stoneman Douglas High School in Parkland, Florida, on Valentine's Day. It is scheduled to take place on March 24 in cities around the country.

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"The March For Our Lives movement is created by, inspired by, and led by students across the USA who will no longer risk their lives waiting for someone else to take action to stop the epidemic of mass school shootings that have become all too familiar," event materials said.

Lyft co-founders John Zimmer and Logan Green announced the policy in an open letter to the students at Marjory Stoneman Douglas High School expressing condolences and solidarity.

"We believe there is something seriously wrong when the threat of gun violence is so frequent and real throughout our country," they wrote. "And like many, we are inspired by your leadership."

"Recent tragedies have created a lot of fear and uncertainty, and as new parents, those feelings have taken on new meaning," the letter continued. "Thank you for speaking up and showing the world that young people can drive meaningful change."

The announcement prompted a predictably polarized response, with gun control advocates praising Lyft and gun ownership activists calling for a boycott.